臺灣博碩士論文加值系統

摘 要
品牌是企業最重要的資產，由品牌所賦予的產品附加價值即為品牌權益，品牌權益是在顧客心目中建立品牌優勢，提供購買的理由，創造品牌價值；為了提高行銷效率及競爭優勢，集團企業包括統一、味全等興起整合品牌建立的風潮，強化品牌形象，建立企業的強勢品牌進而創造品牌價值，發揮品牌傘的背書效應。而目前的市場中，產品同質性很高，消費者的選擇多，促銷往往成為消費者決定是否購買的因素，因此廠商對促銷越來越重視。行銷人員為了能使企業創造更大的銷售成績與提升競爭優勢，無不用心打造品牌權益與提供多樣化的促銷活動。
品牌年輕化是大勢所趨，如何抓住年輕消費者的心，成了企業行銷最大的課題，國內食品廠商愈來愈了解年輕消費者訊息的重要，進行產品的年輕消費者調查也已愈來愈普遍，因此本研究以年輕消費者為調查對象，探討品牌權益、整合品牌建立、不同促銷方式與購買意願間的關聯性。本研究經由敘述性統計、迴歸分析、變異數分析等統計分析方法，歸納出數點結論：
（1）由人口統計變項對各研究構面的差異性分析結果，發現只有不同性別的消費者對品牌忠誠度與購買意願有顯著性差異，而且是女性的認知程度高於男性。
（2）品牌權益對購買意願確實有顯著性正向影響，而品牌權益的知覺品質、品牌忠誠度及品牌聯想構面對消費者購買意願有顯著性正向影響。
（3）由品牌權益構面對整合品牌建立構面的影響分析結果，發現只有知覺品質、品牌忠誠度構面分別對整合品牌建立的部分構面有顯著性正向影響。
（4）整合品牌建立的八個構面中，只有全球化與顧客價值構面對消費者購買意願有顯著性正向影響。
（5）不同促銷方式對消費者購買意願影響有顯著性的差異，其中以立即性/金錢性的促銷方式對提升消費者的購買意願最有幫助。
關鍵字：品牌權益、整合品牌建立、促銷、購買意願

ABSTRACT
Brand is the most important property of business. Brand equity is the added value of product that gave by brand. Brand equity is to build brand advantage, to provide the reason to purchase, and to create brand value in customers’ mind. To elevate marketing efficiency and competing advantage, the corporation groups including Uni-President corporation and Wei Chuan corporation raise the integrated brand building trend, that is, strengthening the brand image and building a powerful brand which create brand value can bring the brand umbrella effect into full play. Among the current market, there are many similar products making the consumers to have many choices. Promotion becomes the deciding factor of purchase for consumers. Therefore, factory owners place more and more importance on promotion. Marketing staffs strive to build brand equity and provide various promoting activities to let the corporation create large sales and elevate competing advantage.
Making the brand younger is the trend. How to catch young consumers’ minds is the biggest challenge of business marketing. Domestic food corporations now figure out the importance of the young consumers’ messages. It is common to investigate the young consumers of the product. Consequently, this research takes young consumers as the investigational target, and explores the relations among the brand equity, integrated brand building, different promotion styles, and the purchase intention. This research uses descriptive statistics, regression analysis, and one way ANOVA to sum up several conclusions:
（1） Based on the diversity analytic result of demographic variable on each research dimension, we know that only different sex consumers have significantly difference on brand loyalty and purchase intention. And the female cognition is higher than male’s.
（2） The brand equity does have significantly positive impact on the purchase intention. And, the perceived quality, the brand loyalty, and the brand association of the brand equity has significantly positive impact on the purchase intention.
（3） According to the analytic results of the brand equity dimension on the integrated brand building dimension, we know that only the perceived quality and the brand loyalty dimension individually have significantly positive impact on the integrated brand building dimension.
（4） In the eight dimensions of the integrated brand building, only the globalization and the customer value have significantly positive impact on the purchase intention.
（5） Different promotion styles have significantly positive impact on the purchase intention. Among them, the instant / money promotion is the most helpful for raising the purchase intention of consumers.
keywords：Brand Equity, Integrated Brand Building, Promotion, Purchase Intention

目 次
摘要 i
英文摘要 ii
目次 iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究動機 1
1.2 研究目的 2
1.3 研究範圍 3
1.4 研究流程 4
第二章 文獻探討 5
2.1 品牌權益的相關理論 5
2.1.1 品牌定義 5
2.1.2 品牌權益的定義 6
2.1.3 品牌權益的來源與構面 8
2.1.4 品牌權益管理與建構強勢品牌的原則 14
2.2 整合品牌建立相關論述 15
2.3 促銷方式 20
2.3.1 促銷的定義 20
2.3.2 促銷方式的分類 21
2.3.3 促銷活動的時機 23
2.4 購買意願相關論述 24
2.4.1 購買意願的意涵 24
2.4.2 消費者購買決策模式 24
2.5 人口統計變項對各研究構面之差異性研究 27
2.6 研究變項間的關係 28
2.6.1 品牌權益對購買意願的影響 28
2.6.2 品牌權益構面對整合品牌建立構面的影響 28
2.6.3 整合品牌建立對購買意願的影響 29
2.6.4 促銷方式對購買意願影響的差異性研究 30
第三章 研究方法 31
3.1 研究分析架構 31
3.2 研究分析方法 32
3.3 研究假設 32
3.4 問卷設計 33
第四章 資料分析與結果 38
4.1 問卷回收統計 38
4.2 樣本資料描述 38
4.3 效度與信度檢定 39
4.3.1 品牌權益與購買意願的信度檢定 40
4.3.2 整合品牌建立的信度檢定 40
4.3.3 促銷方式的信度檢定 41
4.4 敘述性統計分析 42
4.4.1 品牌權益與購買意願的認知分析 42
4.4.2 整合品牌建立的認知分析 44
4.4.3 促銷方式的認知分析 46
4.5 人口統計變項對各研究構面的變異數分析 48
4.5.1 不同性別對各研究構面的變異數分析 48
4.5.2 不同教育程度對各研究構面的變異數分析 50
4.5.3 不同支配所得對各研究構面的變異數分析 51
4.5.4 不同居住區域對各研究構面的變異數分析 54
4.5.5 人口統計變項對各研究構面差異性的假設檢定結果 56
4.6 迴歸分析 57
4.6.1 品牌權益對消費者購買意願的影響分析 57
4.6.2 品牌權益構面對整合品牌建立構面的影響分析 58
4.6.3 整合品牌建立對消費者購買意願的影響分析 61
4.7 不同促銷方式對購買意願影響的差異性分析 63
4.8 研究假設檢定結果 64
第五章 結論與建議 65
5.1 研究結論 65
5.2 對學術界的貢獻與對實務界的行銷建議 66
5.2.1 對學術界的貢獻 66
5.2.2 對實務界的行銷建議 68
5.3 研究限制與後續研究建議 68
5.3.1 研究限制 68
5.3.2 後續研究建議 69
參考文獻 70
中文部分： 70
英文部分： 70
附錄問卷

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